What’s the next big thing in marketing?

What’s the next big thing in marketing?

Published
December 2019

With a new decade fast approaching, you’re probably looking ahead. You’re not alone. We asked a handful of industry leaders, including Tiffany Warren, senior VP and chief diversity officer of Omnicom; Brian Benstock, general manager and VP of Paragon Honda and Paragon Acura; Christina Malcolm, senior director at iProspect; and Eric Rose, associate brand director of Olay Skin Care, E-Commerce at Procter & Gamble, what they predict for the future of marketing as we move into 2020. Among the topics that are top mind — mastering customization and cracking customer lifetime value.

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Tiffany Warren: The next big thing in marketing is actually happening right now.

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And what I think it is, is customization in retail.

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I used to buy a whole bunch of mask and hair products, because that’s the thing that

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I could buy.

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And now, because of the revolution in makeup and the customization in makeup, I think I

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have a lot more options.

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So, I think, really speaking to the needs of the consumer, particularly consumers of

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color, is the “now” thing and the next big thing.

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Brian Benstock: We think that voice is the next big thing in marketing.

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Instead of typing into a phone or into a computer, I think that if customers can do it easier

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with voice that they will.

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If I can get my dealership to come up, that is really incredibly strong and powerful.

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Christina Malcolm: I think we’re going to see, over the next few years, the next big

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thing is going to actually shift our way of working in marketing due to privacy, due to

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putting that user first.

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And I think we should embrace it.

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We’ll see different products come out.

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We’ll see a different mentality of actually marketing to users and targeting because of

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that shift in privacy.

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Eric Rose: Everybody talks about, “There’s no brand loyalty anymore.”

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Yet, in performance marketing, everybody is trying to track lifetime value.

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So, I’m really interested to see, 1.

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How do we pair those two things?

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How do we crack it?

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And, as consumers, move through different life stages and life cycles.

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How can we find ways through measurement, through attribution, through things we’re

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not even aware of yet, to not only maximize the value to ourselves, but to the consumer,

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and continue to evolve with them as they evolve.

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